"I think it'll be tastefully done, and it should raise enough money so we don't have any closures or any companies shutting down. We'll just be able to have public safety intact in Baltimore City," Welch said.

He introduced the measure at Monday night's council meeting. Officers from both fire unions came to learn more.

"I'm not going to beat it up," said Rick Hoffman of the Baltimore Firefighters Union. "It's something new. We are getting ready to permanently close fire companies and, if this could help, we're wide open to the idea."

Many said while the prospect of raking in new revenue is attractive, they still need to know more details.

"One thing I want to make sure is I don't want the fire trucks going up the street looking like a NASCAR," said Michael Campbel of the Baltimore Fire Officers Union.

"We don't want to turn it into NASCAR or an ice cream truck going up and down the street. We have a different siren and a 'ding ding,'" Hoffman said.

Welch said he would rely heavily on firefighters to guide the design and placement of the rolling billboards.

"They'll determine what type of advertising, the rate, and whether it will actually be attached to the truck or if it will be something behind it," the councilman said.

A representative for the fire department said the chief is reviewing the proposal but hasn't weighed in on it yet.

Welch is asking that the measure go to a hearing within the next two weeks. He said he's hopeful that once the details are worked out, it could pass in time to prevent the three scheduled closures.